Mahindra scorpio - first Indian car on us roads

Abstract

Mahindra and Mahindra Ltd. (M & M) is one of the many Indian companies which are harboring ambitions to succeed globally and transform themselves into multinationals. As part of their globalization strategy M & M is contemplating launching Mahindra Scorpio in the US markets by 2008 under their own brand name. This would make them the first Indian auto manufacturer to do so. This will be an important event as it could set a precedent for the other Indian auto manufactures and help them also to make the this final big leap toward making Indian cars global. "They have just one chance to get it right in the US market" - Mike Rudolph, dealer USA M & M has started working on the launch and has signed a contract with Global Vehicles, USA, for distribution of its range of vehicles in the US. Global Vehicles is the distributor of Mahindra tractors in the US. The launch and entry into the US market needs to be carefully planned as the industry conditions in the US are completely different from Indian conditions. Mahindra is already present in the US tractor market as an established player. Any oversight could result in ruinous consequences for their tractor business as well.